A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Las Vegas Lights FCUSL team Las Vegas Lights extended its deal with bookmaker William Hill as a sponsor to promote the team’s Nevada mobile betting platform to fans. Lights fans will also be able to activate their own mobile sports account at William Hill syndicated sports betting properties across Nevada.
  • Hyundai and Italian soccer club Atletico Madrid signed a new partnership, which will run until 2021. The South Korean car manufacturer will replace Alfa Romeo as the team’s automotive sponsor. The company will provide cars for the club, and their logo will be placed on the team’s shirt sleeves. Hyundai has also signed a similar partnership with English Premier League club Chelsea.
  • Oculus has been streaming some of FIFA World Cup matches in virtual reality (VR) for free. Starting with Sunday’s face-off between Mexico and Germany, Facebook-owned Oculus will stream four games via its social co-viewing app Oculus Venues. Matches include Portugal vs. Morocco on June 20, Brazil vs. Costa Rica on June 22 and England vs. Panama on June 24.

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  • The Laughing Cow®The Laughing Cow has been named as the official snack cheese sponsor of the 2018 Kick It 3v3 National Tour. The National Soccer hosts over 70 events per year.
  • The American Youth Soccer Organization (AYSO) and BAND locked a sponsorship agreement to bring BAND’s communications and management app to AYSO’s National Office and youth soccer teams. The goal is to enhance their organization and communication. “AYSO is pleased to announce our new partnership with BAND. By helping to adopt BAND, we expect to help build stronger communications through its rich features. We are excited to bring this opportunity to coaches to help them communicate more efficiently with parents and other AYSO volunteers,” stated Yvonne Lara, AYSO’s Director of Marketing and Communications.
  • NBCSN televised its first-ever FIFA World Cup match in Spanish last Sunday, June 17, when Brazil faced Switzerland. The match was simulcast in Spanish from Telemundo and livestreamed in Spanish via the Telemundo Deportes En Vivo and NBC Sports apps.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Samsung Electronics90min announced new partnerships with Budweiser, Hyundai, Right Guard, Listerine, Caliente, Samsung and BOSS Fragrance for its World Cup content. For the deal, the soccer–specialized website will use fan reporters to write on-the-ground stories from Russia, it will also provide street-level video reporting that focuses on the fan journey, the fan culture in Russia and the “combustion moments that happen on and off-the-pitch.
  • Telemundo and Google announced a partnership to bring Telemundo’s Spanish-language World Cup content to Google and YouTube for soccer fans across the US. For the first time ever, World Cup fans searching on Google for their favorite teams, matches, and scores in Spanish in the US will see close to real-time video highlights from Telemundo Deportes. In addition, the 2018 FIFA World Cup Russia games on Telemundo will be offered in markets where YouTube TV is available.
  • Amazon locked a three-year deal to broadcast live Premier League matches and weekly highlights packages on its Prime Video service in the UK, starting with the 2019-20 season. This marks the first time that Premier League TV rights have been acquired by a non-traditional broadcaster.

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  • BudweiserFIFA, partnered with Budweiser and Twitter to make it easier for fans to vote for the Man of the Match Award during the 2018 FIFA World Cup. The new Twitter voting platforms will offer an enhanced visual voting portal and will update to include active players on the pitch. When voting concludes, @FIFAWorldCup will tweet the name of the winner.
  • The National Women’s Soccer League announced that ESPN will telecast six NWSL Games of the Week on ESPNEWS throughout the remainder of the season. By doing this, the ESPN will replace the previously scheduled games on Lifetime. All six nationally televised games will be slated for evening kickoffs.
  • The Canadian Premier League has added Valour FC as one of the founding clubs set to play in Canada’s new professional men’s soccer league in the spring of 2019, plating out of Investors Group Field.
  • FIFA signed its first 2018 World Cup sponsor from Africa, agreeing to a deal with the government of Egypt. “Egypt – Experience & Invest” – a campaign which FIFA says aims to showcase the “wide spectrum of tourism experiences and investment potential Egypt has to offer” – fills the first of four African slots in a program for third-tier commercial deals. FIFA has now 20 sponsors of the 34 places in its 2018 World Cup commercial program.
  • Telemundo Deportes’s En Vivo App will include a custom emoji keyboard during the FIFA World Cup, in partnership with Sportsmania.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • https://pbs.twimg.com/profile_images/983542117581516800/-qaNBZdk_400x400.jpgEnglish Premier League Manchester City inked a multiyear deal with dating app Tinder. This is the app’s first promotion in the sports market. Tinder is also partnering with Major League Soccer’s New York City Football Club.
  • Jake Reid has been named Sporting Club CEO and President of the Sporting Kansas City. Reid assumes his new role having served as Sporting KC President since January 2016. He joined the organization in 2010 as the Vice President of Ticket Sales and Service before his promotion to Chief Revenue Officer in 2012.
    “It’s as much about representing Kansas City as it is about representing Sporting. We’re still the second smallest market in MLS, but we feel like we’re punching way above our weight class, which is a great representation of our city,” Reid stated.
  • The USL has expanded its broadcast agreement with ESPN for the 2018 and 2019 seasons. The deal includes bringing more regular-season games to linear channels and making ESPN+ the league’s streaming subscription service in the US. There will now be six USL regular season games and the 2018 USL Cup aired on linear networks.

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  • NBC SportsNBC Sports’ broadcast of Manchester United’s win over Manchester City in the Manchester Derby, brought together a Total Audience Delivery average of 1.72 million viewers across all platforms. This represents the most-watched Premier League match in US history, according to Nielsen and Adobe Analytics. NBC delivered 1.35 million viewers, with 309,000 on Telemundo, and an Average Minute Audience of 59,800 across NBCSports.com and the NBC Sports app.
  • Italian team Roma agreed on a new back-of-shirt sponsorship deal with Hyundai, according to a report in Roman daily Il Tempo. According to the newspaper, the deal will run for three years, with a US$4.3 million-per-season contract. The club will have to end its two-year official car partnership with Volvo a year early.
  • Kathy Carter
    Kathy Carter

    Major League Soccer and Soccer United Marketing have announced that SUM president Kathy Carter is departing her role. Carter had been SUM president, which oversees the commercial arm of MLS and other soccer properties, since 2010. Recently Carter lost against runner-up Carlos Cordeiro to become U.S. Soccer president.
    “My time with SUM and MLS has been deeply meaningful – building and expanding the game has been my profession and my passion. I will remain a huge supporter of MLS and US Soccer and will be cheering loudly from the stands for our clubs and players,’ Carter stated.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

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  • Chipotle Mexican Grill

descarga-7Following a 4-month review, Chipotle Mexican Grill has finally appointed agency Venables Bell & Partners for creative advertising duties and agency MullenLowe Mediahub to handle media planning and buying business. Boston-based Mediahub is the global media planning and buying arm of MullenLowe Group, and represents a variety of brands including JetBlue, Netflix, Bose and Shinola, among others. Chipotle spent US$69.3 on advertising and marketing in 2015 according to its annual report for that year. Chipotle will continue its work with incumbent Omnicom’s GSD&M through the duration of its “Ingredients Reign” campaign.

  • KFC

descarga-1Yum Brands’ KFC has appointed Publicis’ Mediavest-Spark to handle its media planning and buying in the United States after a four-month review that began last September. Incumbent WPP’s MEC did not defend. Mediavest Spark will take over all media work on January 30.The assignment includes U.S. media planning and buying across all channels, including digital and social media. Wieden & Kennedy handles KFC’s creative while Edelman handles public relations.KFC spent US$218.8 million on measured media in 2015, according to an Ad Age Datacenter analysis of measured-media data from WPP’s Kantar Media.

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  • Target Corp. / MLS

descarga-2MLS and Target just announced a landmark multi-year agreement that means Target will become the official partner of Major League Soccer beginning this upcoming season. In addition, Target becomes the official jersey/kit sponsor of MLS’ new Minnesota United FC franchise and official Retailer of U.S. Youth Soccer. Target will donate US$75,000 to the U.S. Soccer Foundation, which will support the after school program Soccer for Success.The partnership starts in 2017. Target’s relationship with MLS corresponds with the next phase of the League’s evolution. In 2017, MLS’ 22nd season will include two new clubs (Atlanta and Minnesota), new stadiums (Atlanta and Orlando) and new landmark media rights partnerships in Canada with TSN and TVA Sports. The 2017  MLS season kicks off on March 3. The partnership is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key MLS Events. The deal also includes on-field branding and in-stadium activation rights.

  • Hyundai/Kia

_m06naep_400x400Hyundai Motor America is back for Super Bowl 2017 edition with a new Ad, according to Mediapost. The brand will film a 90-second documentary during the game that will capture some of the best Super Bowl moments. The spot will run in the “post-gun” slot, the first commercial break that immediately follows the conclusion of the game, prior to the trophy ceremony.  Hyundai will also release two teasers during the AFC and NFC Championship weekend. Innocean Worldwide is the creative agency behind the efforts. The brand’s Super Bowl marketing program will also include an on-site activation in Houston at Super Bowl Live. Kia Motors America will also release a Super bowl ad featuring actress Melissa McCarthy. Lexus Super Bowl spot will feature the voice of actress Minnie Driver.


  • Chevrolet

xtai37gz_400x400Chevrolet has consolidated multicultural/African American marketing for its main brand with Oakland-based Carol H. Williams Advertising after Brooklyn-based agency SpikeDDB handled that business for more than 6 years. SpikeDDB, partially owned by Omnicom, will no longer work on the main Chevrolet brand but will, however, retain its multicultural agency of record status on Cadillac. McCann’s Casanova has been Hispanic AOR for Chevrolet since early 2014, when the automaker moved its business from LatinWorks.




  •  Johnnie Walker

descarga-9LA-based Latino soul band Chicano Batman and Johnnie Walker are proud to release a reimagined version of the iconic American folk song “This Land Is Your Land,” along with a music video, that is poised to be an inspirational message of hope for modern America. Johnnie Walker first reintroduced the lyrics of Woody Guthrie’s powerful anthem as spoken word with a :60 national TV spot in November 2016, launching the brand’s new campaign, Keep Walking America which celebrates cultural progress and America’s rich diversity. Chicano Batman give a fresh, vibrant sound to the decades-old classic, speaking to a new generation of Americans with the same hopeful messages of positivity, possibility and unity as the original.The song’s music video, created by Anomaly and directed by Ghost + Cow of ALLDAYEVERYDAY Production, takes people on a spirited journey through Chicano Batman’s local Los Angeles community, showcasing the many cultures that have influenced the band and have uniquely shaped our country. The music video can be viewed on the brand’s YouTube channel.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. onJanuary 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • PepsiCo

321964Pepsico is partnering with online video food network Tastemade for a Super Bowl-timed series titled PepsiCo’s Game Day Grub match, The Wall Street Journal reports.PepsiCo is turning to student chefs from the world’s top culinary college to take game day cooking to a new level.Enter PepsiCo’s Game Day Grub Match, a one-of-a-kind cooking competition featuring students from The Culinary Institute of America competing to create the ultimate football food. There’s only one catch: each dish must creatively incorporate PepsiCo food and beverage products as ingredients.Tastemade, the digital media company focused on food, travel and lifestyle programming for the connected generation, was on hand to capture all the action. The students teamed up with culinary influencers – or “Tastemakers” – from Tastemade to help get their creative juices flowing. A Tastemade video series chronicling the competition launched at www.GameDayGrubMatch.com. The content will also be featured on the Tastemakers’ YouTube channels and promoted on Tastemade’s social platforms including YouTube, Instagram, Facebook and Snapchat.Tastemade will publish additional video content documenting Claire’s, Yejin’s and Joel’s experience at the Taste of the NFL event and the rest of their Super Bowl festivities early next month.

  • Bayer

js6tDCe-_400x400Healthcare conglomerate Bayer has two new digital agencies, according to Mediapost. Publicis Groupe’s Razorfish and iCrossing will oversee digital creative, and mobile responsibilities for its Consumer Health Care division. Razorfish will be responsible for Bayer’s allergy, skincare, and nutritional/gastro brands, such as Coppertone, Aleve, Claritin, and Alka-Seltzer. iCrossing will oversee Bayer’s cough/cold and foot care brands, including Dr. Scholl’s.Bayer spends about US$500 million annually promoting its Consumer Health brands, but this move will enable the company to shift some spending from TV to integrated digital platforms.The review was handled by Avidan Strategies. OgilvyOne and VML also participated in the review.

  • Moen
    moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group . Other agencies participating in the review were not disclosed. The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.Read more.


  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.


  • Goya Foods
Goya Foods. (PRNewsFoto/Goya Foods)
Goya Foods. (PRNewsFoto/Goya Foods)

Goya Foods, America’s Hispanic-owned food company, in collaboration with First Lady Michelle Obama’s Let’s Move initiative and the USDA, launches the second edition of the MyPlate/ MiPlato cookbook, Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion!  This book is part of the national MyPlate campaign designed to help educate Americans on eating healthy.  A pdf copy of the cookbook is available for free at www.goya.com. Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion! is a free bilingual cookbook featuring 10 complete plates with 30 healthy recipes that celebrate the culinary traditions of the Latin culture from around the world.  Each of the recipes incorporates all of the five basic food groups for a balanced diet including fruit, vegetable, grain, protein and dairy.  The cookbook also includes nutritional information for every recipe, easy-to-follow cooking tips, and estimated costs for every affordable meal.In addition, Goya has produced and distributed over 400 million products marked with the MyPlate logo and created more than 250,000 copies of two editions of the MyPlate cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, teachers, school programs, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and will continue to focus on the health and wellbeing of their consumers for many more years to come.

  • Genesis by Hyundai 

imagesHyundai is launching Genesis, a new luxury brand, in the United States.The automaker sees Latino car buyers as important to the success of  the new brand.The company has data showing that purchases by Hispanics accounted for 68 percent of the growth of Hyundai’s U.S. sales in 2013-2014, La Prensa reports.Hyundai launched the new brand, which takes its name from the company’s Genesis luxury mid-size model, with the presentation at the auto show of the full-size G90 sedan.The 2017 Genesis G90 can be had with Hyundai’s 420-horsepower Tau V-8 engine, or with a new turbo-charged V-6 that puts out 365 horsepower.Both engines are coupled with a second-generation 8-speed automatic transmission.Hyundai’s experience with the original Genesis model has been definitive, giving the automaker confidence to embark on the ambitious venture of creating a new luxury brand.



A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Mc Donald’s

McDonald’s USA is kicking off its “Game Time Gold” campaign, taking fútbol Americano one step closer to the cultura Latina by:

  • Hosting the “Game Time Gold” sweepstakes during the current month of November with prizes including $500K weekly and tickets to the Super Bowl 50.
  • Partnering with renowned sports commentator Enrique “El Perro” Bermudez to bring the fútbol energy and style to fútbol Americano.
  • Hosting weekend “Half-Time Breaks” at select McDonald’s to engage with customers and embrace the football season.

The landing page for the sweepstakes can be found at http://www.playatmcd.com/en-us/Reglas. McDonald’s is using Television, Radio Facebook, Twitter, to promote the sweepstakes.

  • Big Lots

Columbus, Ohio headquartered retailer Big Lots is introducing the CELEBRA BIG sweepstake campaign starting on November 30. The goal of the campaign is to make a connection between the iconic Hispanic character “El Chavo” and the Big Lots brand, while showcasing Big Lots stores and products. TV spots will be airing on Univision network, through its different channels.Radio spots will be airing on Pandora and Uforia. The campaign also includes banners and video spots as well as Social Media (Twitter and Facebook). Big Lots is using Havas Media for the media buy. (Read in-depth article about the campaign).

  •  Bridgestone Golf

NA-5yFR3_400x400Publicis’ Optimedia unit has been named agency of record for media strategy, planning and buying by golf equipment marketer Bridgestone Golf.The agency has handled Bridgestone Americas Tire Operations for more than five years, and has also handled the Bridgestone and Firestone Brands.The account will be managed out of Optimedia’s Dallas office, with broadcast and digital buying in New York

  • Hyundai 

Ylo1wuXH_400x400As part of Hyundai’s “big voices in big places” media strategy that began in 2012, the brand is coming back in the Super Bowl in 2016 for the 50th anniversary game on Feb. 7, Adage reports.The automaker will run about three minutes’ worth of ad creative during and before the game. Hyundai plans two in-game 30-second spots prior to the halftime dog-and-pony show, with the new creative appearing during the first and second quarters of the game. The effort, via Hyundai’s AOR Innocean, also features a pre-kickoff 60-second ad, when most people are glued to the set.H yundai will also run a different pre-game show spot. This means  it won’t be cheap to advertise during the 50th. The going rate for a 30-second slot during the game is about US$5 million. A half-mute spot in this year’s game ran at about US$4.5 million per ad.Hyundai says the Super Bowl marketing program will also include a strong digital media presence, experiential activations in the San Francisco Bay Area and more than 400 Hyundai vehicles serving as promotional cars throughout Super Bowl week.

  • Canada Goose 

imagesThe outerwear brand has launched its first global marketing campaign .The Toronto-based brand showed “Out There,” a four-minute film depicting the outdoor explorations of five prominent adventurers who wear Canada Goose coats.The effort was filmed in New Zealand and directed by Paul Haggis. Viewers can watch the film on Canada Goose’s website and pause it at any point to hear the actual adventurers tell their story with voiceovers and archival footage.The campaign is primarily digital with a few out-of-home billboards.


  • Office Depot

RsobpThD_400x400Office Depot is releasing its new global campaign which promotes ordinary items like pens as thoughtful gifts for co-workers in a series of ads. The effort, created by McCann, was dubbed the “Co-Worker Collection.” The campaign will be entirely digital, with spots airing in stores and online. Customers will also be able to pick-up “Co-worker Collection”-themed stickers in stores and create their own online.In 2014 Office Depot spent US$62.9 million on U.S. measured media, down 40% from 2013, according to Kantar Media.


What: Hyundai Motor America (HMA) backed ad agency group Innocean is partnering with U.S. independent agency giant Horizon to launch a separate standalone media organisation called Canvas Worldwide.
Why it matters: The new media agency is born with US $700 million business worth of business for the Hyunday and Kia accounts IP. For Horizon, an affiliation with Innocean brings international scale and Hyundai, an automotive client that fills one of the few holes in the shop’s robust client portfolio. Innocean gains a very strong U.S. presence.

Canvas Worldwide will be the nearly US $700 million U.S.media business for Hyundai Motor Group’s US brands, including both Kia Motors America and Hyundai Motor America. “I’m interested in building out a new entity. I think there’s enormous white space here,” said Bill Koenigsberg, CEO and founder of Horizon.
Koenigsberg has invested millions in building the new infrastructure, and aims to hire around 200 people by the beginning of next year to service the shop’s first account. The company will announce a CEO in the coming weeks, he said.
horizon-media-raises-the-bar-on-digital-advertisingHyundai North America (HMA) indicated in a statement, “Canvas will bring a new, entrepreneurial team that is not associated with any media holding company, providing independent thought and action. Canvas will be inventing a new future in the media world, while using all of Horizon’s known strengths to function at full effectiveness from the moment it begins working for Hyundai Motor America in January, 2016.”
The automaker also referenced the new media agency’s transparent buying model as a main selling point at a time when there’s a lot of debate around buying.

Canvas will be inventing a new future in the media world, while using all of Horizon’s known strengths.

“Hyundai has been impressed by Horizon’s existing ability to fully offer a transparent system for media buys and understands this will be a key component of the Canvas philosophy,” the company said in its statement. “This transparency, and the accountability that goes with it, are critical to HMA.”

Innocean IPO and U.S. Growth

The new joint venture also furthers Innocean’s goals for growth (check out our recent Profile of Innocean). The company, which was started by Hyundai over a decade ago and completed its initial public offering in Seoul last month, said that it would take 134 billion won from the 340 billion won it raised from its IPO and use it to expand and diversify its client base beyond Hyundai.

The Hyundai and Kia business accounted for around 70% of Innocean’s revenues last year.

For Horizon, an affiliation with Innocean brings international scale and Hyundai, an automotive client that fills one of the few holes in the shop’s robust client portfolio.
Horizon offers Innocean a hefty U.S. presence and a portfolio of strong and diverse client relationships that would expand the shop’s Hyundai-heavy client roster. The Hyundai and Kia business accounted for around 70% of Innocean’s revenues last year, according to Reuters.

Join us at PORTADA Mexico!

Elevator Pitch:

Think big and act small is the mantra of this Huntington Beach agency that’s infused with the maverick surfer ethos.

Secret Sauce:

Thinking big means coming up with wild ideas for challenger brands – as well as for Hyundai/Kia. Innocean USA partnered with neuroeconomist Paul Zak, AKA Dr. Love, to explore the love we have for brands; and it wrangled film director Amir Bar-Lev and Grammy-winning musician Mark Ronson, of “Uptown Funk” fame, to host a seminar at the Cannes Lions Festival of Creativity.

Origin story:

Innocean USA, part of the Innocean Worldwide agency, was founded to provide advertising services for Hyundai and Kia, but it’s expanded its U.S. footprint and client roster since 2012, when golf-wear-maker Footjoy became its first non-automotive client. The U.S. branch is now 300 people strong, with offices in New York, Chicago, Dallas and Hawaii. The agency is cagey about just how much of its billings come from Hyundai/Kia, but in 2014, Reuters reported that its domestic Hyundai-related business had dropped to 43 percent in 2013 from 100 percent in 2005.

Greg Braun
Greg Braun

Media decision-makers:

Innocean has a full-service media team that includes strategy; planning; execution; optimization; and reporting on results and ROI. According to Executive Creative Director Greg Braun, the agency’s creatives and media experts work collaboratively. “We don’t want media to be an afterthought,” he says. “When we attack projects and campaigns, we always want our media experts shoulder to shoulder with creatives, strategists and account people.”

According to James Zayti, group director of Hyundai Media, as the account planning team begins to define the target for a campaign, “We build a thematic of what our target does on a daily basis: Where are they most receptive to messaging?”

Notable Clients:

Innocean USA provides media account management for Hyundai/KIA; Berkshire Hathaway Homes; energy company NRG; Alpina Foods.

James Zayti
James Zayti

Cool Campaigns:

For the FIFA World Cup Tournament, Innocean worked with ESPN, Univision and other media partners to embed Hyundai into the programming. Says Braun, “Most of the brands made platforms for famous athletes. We love them too, but we made it a forum for fan passion.” Innocean created the meme #BecauseFutbol, using it in TV spots and social media. Braun says, “It becomes not only a rallying cry but an excuse for any crazy thing you might do.”

futbol socialZayti adds, “Each time we’d run the work in halftime, our brand would trend organically on Twitter.” In fact, Hyundai saw a 1,415 percent lift in Hyundai mentions in relation to World Cup or soccer chatter, with 92 percent positive sentiment, shattering pre-campaign benchmarks with 95,328 total mentions of #BecauseFutbol.

In February of this year, Hyundai became the exclusive auto sponsor of IFC’s Comedy Crib, and Innocean created a web series called Sound Advice, featuring Vanessa Bayer of SNL. Each episode opens with a custom Hyundai integration featuring Bayer driving or vamping in front of a Hyundai Veloster; then, her character, a ditzy media coach named Janessa, attempts to give advice to famous musicians, including Al Yankovich and tktktk.

janessa and carsZayti says, “We looked at the media side and saw IFC as a great space that shared a lot of brand identity with Hyundai. Then, speaking with the creative side, we took it another step.” Moving beyond product placements, Innocean’s writers worked with IFC’s writers to integrate the brand further into the segments.

“For all product integrations, we sit down as a team to see where we can take it,” he says. “Sometimes we just want a car in a TV show or movie, but sometimes we think there’s an appetite to take it much further.”

Check out other agency profiles recently published by Portada:
-Spark, a Boutique Backed by a Global Agency Network
-The Media Kitchen, How Chefs Cook Up Media Plans


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 40 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Turner Broadcasting

thHorizon will handle media buying for all Turner networks, including CNN, TNT, TBS, Cartoon Network and Turner Sports, among others. Incumbent MediaVest, which handled the account since 2010, was not invited to defend. Dennis Camlek, senior VP, Turner Media Group, and an agency veteran who worked at both Horizon and PHD, was involved in the decision to select Horizon. This is the second major piece of business that has shifted from Starcom MediaVest Group to Horizon this year, following Burger King’s $250 million account.

  •  Kohl /Dreamworks

descargaThe retailer Kohl’s will introduce a new line of clothing for teen girls, developed in association with AwesomenessTV, a unit of DreamWorks Animation, which wants to branch out into the merchandising business. To promote the clothing, AwesomenessTV developed a scripted video series featuring two of its stars that will highlight the clothing. Kohl’s will buy ads on the channels and Awesomeness will get royalties on Kohl’s in-store sales of the clothing line.

  •  Avocados from Mexico

descarga (1)Avocados from Mexico is releasing its 2014-15 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill), a fully integrated program for Hispanic accounts. The program will feature a mobile sweepstakes and a coupon-recipe savings offer as well as digital, social media and in-store merchandising. This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text to win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.

  •  Hyundai

descarga (2)For its fourth year as NCAA college football sponsor, Hyundai , is returning with an integrated campaign advertising the brand’s car lineup by an effort that focus around the 17 college football programs it sponsors through IMG College. The campaign comprises TV, print, radio, digital, and social media as well as YouTube and social food network Tastemade.The campaign was developed by via Innocean U.S.A, Hyundai’s agency of record.It includes a national TV spot and a number of regional ads to air in college markets where Hyundai-sponsored teams are located. The spots air during the 18 SEC on CBS national games. The regional team-sponsorship arrangement includes Tastemade making a 13-episode “Grill Iron” series on YouTube about each schools’ epicurean habits around football. At the end of the regular season, Hyundai will host a cookoff in Los Angeles with the season’s best chef selected by the viewing audience at Tastemade’s studio.

  • Starwood

descarga (3)Starwood Hotels & Resorts is releasing a US $30 million advertising campaign to expand its Starwood Preferred Guest (SPG) loyalty program into the business-to-business market. The SPG Pro program builds on the company’s consumer-facing initiative that already skews towards tech-savvy members.Starwood’s digital media plan centers around the company’s first LinkedIn ad buy designed to attract business professionals on the social site. In addition to LinkedIn, Starwood is also buying promos on Facebook and will boost YouTube and Twitter content. Leading up to the program’s launch in October and throughout the year, Starwood will post new videos on YouTube that leverage all nine of the company’s hotel brands to show real customers’ stories.On Twitter, Starwood has started the new hashtag #spgpro to expand the Twitter and Instagram efforts for the consumer-facing program.The hotel chain claims that 50 percent of global bookings are made by SPG members.Starwood its counting on its sales team to pick top business customers to be the faces of the campaign across different categories.

  • Jack Daniel’s

Jack-Daniels_Few-and-Far-Between_thumbnailJack Daniel’s new digital campaign called “The Few and Far Between” centerpiece is a website that houses stories gathered from across the country that the brand refers to as tales of “mischief, revelry and whiskey.” The campaign has been developed by Arnold Worldwide and digital production company MediaMonks. The site captures 30 stories from New York City, Santa Monica, Calif., New Orleans and elsewhere using a variety of storytelling methods, including audio, video and the written word. Some of the stories involve Jack. The brand will promote the site with paid digital ads, including a partnership with Vice. A photo contest hosted on the Jack microsite asks viewers to submit photos under pre-written headlines. The winning image will be made into an ad featured in Vice.

  • GE

hqdefaultGE will unveil a two-minute TV spot called “The Boy Who Beeps,” during the opening game of “NFL Thursday Night Football”, the introduction of its fall campaign for “Language of Industry.” The spot is being presented more of a film than as a commercial and is designed to show the evolution of GE’s two-year-old Industrial Internet business. In the spot, also created by BBDO New York, a baby is born and communicates by beeping. As the story unfolds, the boy grows up and learns how to manipulate machines with his beeps — changing the channel on the TV, moving toy cars, even changing traffic lights. GE will continue to use the two-minute format during other NFL games, NHL games and “Saturday Night Live. “It will also create a series of 30-second spots, print ads, content-marketing partnerships and social-media campaigns to tell the story of the Industrial Internet. The company declined to provide details on the campaign’s budget.

  • Rock Health

descarga (4)Rock Health, which provides funding for health-care technology start-ups, rolled out a new campaign to recruit tech-savvy entrepreneurs into the health-care field.The integrated campaign, created by BBDO San Francisco, uses emotional appeal to connect with digital entrepreneurs.The campaign, unveiled at the Health Innovation Summit in San Francisco Aug. 21, will move on to other health-care events and will be promoted online through social media and banner ads.In the ads, Rock Health uses iconic images from popular social media and digital companies , without directly naming these companies.

  • Metro Newspaper Advertising Services
    Roxanna Rivas is the new Business Development Director for Multicultural at New York City based Metro Newspaper Advertising Services. Metro Newspaper Advertising Services does multicultural newspaper ad placements for major companies including A&TT and Allstate.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.


Hyundai and Volkswagen Target Hispanics during FIFA World Cup

There’s more evidence that marketers are waking up to the economic and social power of Hispanic consumers, with car companies making plays at FIFA World Cup starting tonight in Brazil. Meanwhile, is the whole Hispanic thing in danger of fading away? Both global automakers plan advertising blitzes during the FIFA World Cup, according to Automotive News. VW will run commercials in English and Spanish on ESPN and Univision, while Hyundai has made its largest-ever Spanish-language TV buy to reach young Hispanic males, while promoting the hashtag #BecauseFutbol. In the U.S., football may be bigger than futbol, but the month-long World Cup actually garners Super Bowl-sized audiences over its entire run. And Hispanics spent $39 billion on new-car purchases last year.

T-Mobile to Put Univision in Your Pocket

Can you say “captive audience?” Univision and T-Mobile made a bold play to keep Hispanics in their pockets — or, really, it’s the other way around. Univision Mobile is a wireless service that will offer subscribers a mobile portal into content, including special exclusive offerings. Subscribers also get 100 minutes of calls to Latin America. They specifically target Hispanic customers with families overseas, and all include 100 minutes to call a mobile or landline number from the US to Mexico and Latin America. It’s a win for consumers with family or friends south of the border, and the phone and service are one non-stop ad for Univision.

Hollywood Hunting Hispanics

That’s per a panel of movie industry execs appearing as part of the Produced By conference in Los Angeles last week. The head of the National Association of Theater Owners said Hispanics are their most important consumer, and Univision’s Peter Filaci backed that up by saying that Hispanics represent 17.5 percent of the population, but contribute 19 percent of U.S. box office revenue.

And that’s with a dearth of movies featuring Hispanics. Think how much money they could make with a few casting tweaks. Said writer Gwynne Watkins, “Hispanic audiences have turned out en masse for movies that feature the rare Latino star or director. If the movies started to better reflect their audience, just imagine the possibilities.”

Are Hispanics Fading Away?

A flurry of soul-searching began last week after a study showed that 10 million Americans changed their race on U.S. Census forms between 2000 and 2010. The largest number of those who changed their race/ethnicity category were 2.5 million Americans who said they were Hispanic and “some other race” in 2000, but a decade later, told the census they were Hispanic and white — although they were balanced somewhat by 1.3 million others who hopped onto the Hispanic bandwagon. So … why?

A major factor is the pressure — and the growing opportunity — to blend into society and to identify with the majority, writes Mary Sanchez in the Kansas City Star. Click through to read her thoughtful analysis of race and ethnicity in America.

But Nate Cohn at the New York Times notes that this could be not so much an identity crisis as simply the result of a change in wording on census forms.

At least one thing is clear, at least: Folks in the U.S. prefer “Hispanic” to “Latino.” All this matters — a lot — to anyone trying to get a message to this desirable demo.


Dunk On

Last week, Dunkin Donuts launched a new Twitter handle, @DunkinLatino. According to Latin Times, the franchise will do more than just pump out promos in Spanish; it may create new flavors that are “on trend in the Hispanic community.” Dulce!

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